Nintendo will be working with Tesco, the UK’s largest supermarket chain, to increase focus on the Wii U. The company feels many consumers in the UK don’t recognize the Wii U as a separate system from the Wii and are working to change that view before the Christmas shopping season.

The Wii U will soon have a larger in-store presence in Tesco stores, during this campaign about 300,000 five page leaflets will be sent to customers who previously bought a Wii system from the chain but have yet to upgrade. These leaflets will contain information about the system as well as discount coupons for games.

This all is a part of Nintendo UK’s new marketing plan for the year, which includes a larger overall budget. In addition to the Tesco campaign, television and print ads will be launched, as well as online promotions and an “out of home” tour.

In an interview with MCV, Nintendo UK’s marketing director Shelly Pearce explained the company’s concerns:

“We haven’t had the sales we wanted on Wii U hardware. We haven’t had the software for most of this year. But we have some quite ambitious numbers, particularly with some of our biggest franchises coming,”

“Our monthly tracking shows that Wii remains the No.1 console for brand awareness. This offers us a massive opportunity to convert Wii owners to Wii U.

“There was a big misconception at launch about what Wii U is. And one of the big messages is that this is a new console and a new controller. There are many people out there that don’t know what this is.”

Tesco is the leading UK supermarket, and is the second in the world behind Wal-Mart. Several stores in the UK, including Tesco’s rival Asda, have been scaling back support for the Wii U in recent months.